Salesforce agrees to buy customer engagement platform Braze for $5.66 billion

The deal values Braze at about $5.66 billion in enterprise value and would add its real-time messaging and AI-driven personalization to Salesforce Marketing Cloud. Braze serves roughly 2,770 customers, according to figures in the deal coverage, and Salesforce plans to use its AI to deliver real-time signals on customer behavior across its products. The agreement remains subject to closing conditions. Salesforce expects completion during its fiscal 2028, which begins February 1, 2027, and existing Braze contracts are expected to remain intact while integrations evolve over time, according to the merger disclosure described in coverage, with no specific closing date announced. For founders, the purchase shows an incumbent buying AI-powered customer messaging rather than building it, which raises the bar for startups selling personalization into enterprise marketing stacks.